> The reason why we put so much effort into split testing is that we’re trying to find the global maximum. We worry that making linear iterations will lead us

> The reason why we put so much effort into split testing is that we’re trying to find the global maximum. We worry that making linear iterations will lead us to a local maximum that would be far less than our potential. So, we force ourselves to try ideas that are radically different from past experiments. At some point we’ll probably run out of crazy ideas and then we’ll settle into optimizing the winning UX instead of trashing and rewriting it periodically. This article is really good. Way too many companies focus on A/B testing an existing design, and have no way to actually test something radically different easily. It's interesting to see 42floors take A/B testing to this level. I believe that in order to branch quickly into these type of iterations, your software architecture plays a huge role. The idea is to change the minimum amount of code necessary in each "branch" to get the job done. There are probably ways of doing this that doesn't involve splitting traffic by server and also avoiding nasty code.